XX% OFF
One clear percentage. Make the eligible products and end date easy to understand.
“XX% off [eligible products]” BFCM 2026 / The creative hubBy DDU MEDIA
Build your
BFCM creative
before the rush.
From the first offer to the next winning ad.
A practical playbook for the biggest weekend
in your calendar.
Start early. Keep it simple. Use the checklist and brief builder.
YOUR NEXT CAMPAIGN
Black Friday27NOV
Cyber Monday30NOV
01 / The offerA reason to buy.
A reason to buy now.
A reason to buy now.
Clear promiseReal value
02 / The creativeOne idea.
Built with intention.
Built with intention.
Research→Create→Learn↺
Six stages. One connected creative system.Plan it. Make it. Learn from it.
The BFCM playbook
Your next move,
all in one place.
Start where your team is today.
Leave with something you can use.
01
Define the offer
Give people a reason to buy.
Offer → Message02Find the angle
Get closer to the customer.
Avatar → Angle → Hook03Build the brief
Make the intention clear.
Why + What + How04Connect the click
Keep the promise consistent.
Ad → Page → Checkout05Get launch ready
Make the details work.
Check → Approve → Launch06Close the loop
Make every result useful.
Result → Learning → Next briefYour working plan
A little more ready,
with every check.
18 practical tasks across the six stages below.
Tick off what is done. Keep the next move clear.
0 / 18tasks complete
Pick one task to start. You can come back to the rest.
Start with the offerYour progress stays in this browser.01Define the offer
Keep the offer
simple.
Choose one main promotion people understand in a glance. Make the value obvious, then repeat the same promise in the ad, on the page and at checkout.
Free gifts
with order
Show the gift. State what the customer needs to buy or spend to qualify.
“Free [gift] with [qualifying order]”Unlimited
BOGO
One free eligible item for every paid eligible item. The deal repeats across qualifying pairs.
Buy 1 · Get 1 freeBuy 2 · Get 2 free
One main offer.
One clear message.
One clear message.
Other simple options: a bundle price or free shipping with a clear threshold. Choose the offer that fits your economics and stock. Explain the conditions clearly.
Before you build the ads
DDU resourceOffer Stack BuilderExplore offer structures and the economics behind the promotion.Free to start · Details unlock the full outputExplore the toolChoose itOne main promotion
Check itMargin, stock & fulfilment
Repeat itAd. Page. Checkout.
These are offer formats to consider. Replace placeholders with the terms your team has approved.
02Find the angle
The hook starts
with the person.
Choose the desire, the specific audience and the reason they should care. Then write the opening.
Try a hook trigger
Open a knowledge gap, then deliver a useful answer.
The framework
“Nobody tells you this about [X].”
Illustrative example
Nobody tells you this about choosing an everyday water bottle.
DDU resourceThe Hook Bank100 fill-in-the-blank frameworks, organised by trigger and the problem you are solving.24 hooks open · Details unlock all 100Explore the toolDDU resourceThe Awareness LadderMatch the message to what your customer already knows.Free overview · Details unlock creative movesExplore the tool
03Build the brief
Every ad is built
with intention.
Turn the thinking into a brief your team can actually use. Fill it in, copy it and take it into production.
DDU MEDIACreative brief / 2026
Your brief will appear here as you fill in the fields.Your draft stays in this browser. It is not sent to DDU MEDIA.
DDU resourceCreative Brief GeneratorWant a guided starting point? Work through product, customer, awareness, goal and format.Free to start · Details unlock the full briefExplore the toolDDU resourceCreative Volume CalculatorUse your account inputs to estimate the production capacity you may need.Planning estimate · Details unlock the full breakdownExplore the tool
04Connect the click
Same promise.
Every step.
The landing page should feel like the next sentence of the ad. Check the whole journey together.
The ad
Your BFCM offer.
Your everyday essential.
Your BFCM offer.
The landing pageYour everyday essential.
Your BFCM offer.
Your BFCM offer.
Same productSame offerRelevant proof
The checkoutNo unexpected
change of story.
change of story.
Offer applied ✓Delivery clear ✓Conditions visible ✓
Illustrative journey. Use your approved product, offer and claims.
05Get launch ready
Start early.
Give yourself time to learn.
Use a real calendar to work backwards from BFCM. Make the big decisions early, leave room to test and get the campaign ready before the rush.
DDU’s recommended schedule
Start in September.
Make November easier.
We recommend starting around 12 weeks before Black Friday. Plan in September, test in October and use early November to get launch ready.
Starting later? Begin with the next unfinished step and adjust the dates to your campaign.
September 2026
Plan & produce
Start early. Agree one offer, understand the customer and brief the first ads.
Recommended milestone BFCM event
Select a date to see the plan.
September milestones
Black Friday Friday 27 NovemberCyber Monday Monday 30 November
Suggested working dates. Set your promotion window around your own offer, stock and team.
06Close the loop
The result changes
the next brief.
A useful feedback loop connects what happened with what to make next. Keep the learning moving while the campaign is live.
01ResearchUnderstand the person.
02BriefState the hypothesis.
03MakeBring the idea to life.
04LaunchTest the full journey.
05LearnChoose the next move.
↶ Feed the learning back into the research and the next brief.
What are we aiming for?
Creative that helps
the account grow.
Agree the review window, evidence and account-specific success conditions before the test.
Breakthrough ads
Create room to grow total account spend while meeting agreed performance conditions.
Spend winners
Take spend from other ads. Useful, but check whether the account grows too.
KPI winners
Look efficient at low spend. A useful signal, with limited impact until they can spend more.
Research. Creative. Feedback. Repeat.
Want a team
behind the plan?
We turn customer research into concepts, build the ads
and use the results to shape the next round.